World Video | Defence | Foreign Affairs | Natural Events | Trade | NZ in World News | NZ National News Video | NZ Regional News | Search

 

Woods’ Apology Second Among Celebrity Apologies

Viewers Rank Tiger Woods’ Apology Second Among Celebrity Apologies


-- Chris Brown’s apology to Rihanna ranked number one regarding sincerity –


Flemington, NJ, February 22, 2010 – Results from a national media study among 1,090 Americans revealed that Tiger Woods’ apology for his extramarital affairs was ranked second among other celebrity apologies in 2009 and 2010.

The results were based on a series of studies that were conducted by HCD Research using its MediaCurves.com® website during 2009-2010. The studies were conducted among Americans who ranked various celebrity apologies on a scale based on levels of sincerity. Respondents ranked celebrities who were featured in news stories that were tested by MediaCurves.com® in 2009 and 2010. To view detailed results go to: www.mediacurves.com.

Chris Brown’s apology for assaulting Rihanna scored a 17.2 with regard to the change in perceived sincerity levels, compared to Woods’ apology, which scored a 7.9 with regard to the change in perceived sincerity levels. Additionally, men and women rated the sincerity of Woods’ apology similarly after viewing the press conference, with 61% of women reporting that it was sincere and 58% of men reporting that it was sincere.

Among the findings:

The scores below indicate the percent change in celebrities’ sincerity scores based on a scale of 1-7 before and after respondents viewed the apologies. Higher scores indicate higher levels of perceived sincerity. Positive scores indicate an increase in perceived sincerity and negative scores indicate a decrease in perceived sincerity.

SINCERITY

Chris Brown apologizing for assaulting Rihanna /17.2
Tiger Woods apologizing for his affairs/ 7.9
David Letterman's sex scandal confession/ 4.3
Governor Mark Sanford apologizing for his affair/ 3.2
David Letterman apologizing for Palin joke/ -2.3
Jaimee Grubbs apologizing to Tiger Woods’ wife/ -5.9
John Mayer Apologizing for Playboy Interview/ -13.6

Do you think that Tiger Woods’ apology was sincere?

Men/ Women

Yes/ 58%/ 61%
No/ 42%/ 39%

While viewing the video, participants indicated their perceived levels of sincerity by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.

ENDS

© Scoop Media

 
 
 
World Headlines

 

Gordon Campbell: On The Hong Kong Protest Movement

The pro-democracy protests enjoy huge support among Hong Kong’s youth, partly because the democratic systems currently at risk have only a limited time span. More>>

ALSO:

Pacific Island Forum: Australia v Everyone Else On Climate Action

Traditionally, communiques capture the consensus reached at the meeting. In this case, the division on display between Australia and the Pacific meant the only commitment is to commission yet another report into what action needs to be taken. More>>

ALSO:

For NZ, It Was May 6: Earth Overshoot Day 2019 Is The Earliest Ever

Humanity is currently using nature 1.75 times faster than our planet’s ecosystems can regenerate. This is akin to using 1.75 Earths... More>>

ALSO:

Asylum: More Manus Refugees Fly To US But Hundreds Still In Limbo

“The US deal was never going to provide enough places for the refugees Australia has held on Manus and Nauru. There are over 1800 refugees needing resettlement,” said Ian Rintoul, spokesperson for the Refugee Action Coalition. More>>

ALSO: